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Beyond the Bale : September 2016
ICONIC MILL VISIT SHOWCASES MERINO’S BEAUTY A recent media tour to some of the finest mills of Biella in Italy, by Dutch suiting brand Suitsupply and supported by AWI, highlighted wool as the ultimate ingredient for premium apparel. The marketing of Dutch men’s fashion brand Suitsupply is well known for its sexually charged photography and advertising campaigns. Its ‘Shameless’ campaign in 2010 caused quite a stir, with many of the images deemed too provocative to be shown in public. Yet at the heart of the images, the message is clear: Wear great suits and you’ll get the girl. These great suits are tailored from the finest Australian Merino wool, with the cloth spun at some of the best mills in Italy. To show off Suitsupply’s superb fibre of choice, the Dutch suiting manufacturer held a three- day media tour in northern Italy showing that whilst sex sells in advertising, it’s their stunning product that really gets people talking. The tour was supported by AWI to increase the media’s appreciation of Australian Merino wool and help increase consumer demand for the fibre. With fashion and style editors descending on Italy from across the world, Australian Merino wool was indeed put in the spotlight as media guests visited some of the world’s most prestigious mills to see the craftsmanship involved in turning fleece into cloth and finally into suits. Media from GQ Korea and USA, Esquire, Men’s Health and New York Observer were just a handful of those in attendance, each treated to a behind-the-scenes look of Vitale Barberis Canonico and Reda. As GQ Korea Editor-in-Chief Lee Choong- Keol explains in the publication’s post- trip coverage: “Vitale Barberis Canonico, a Biella weaver established in 1663, has manufactured the prestigious wool fabrics the past 353 years. And Australian Merino remains their top priority resource as it is whiter, softer, and quality-controlled wool.” Luel Magazine Fashion Editor Jung-Hee Park was impressed with the tour and the exclusive look at the Italian mills. “The Woolmark Company is the global authority on wool and has been putting efforts in making Australian wool a premium fibre all over the world,” Suitsupply Vice-President Nish de Gruiter explaining the merits of Australian Merino wool on the media tour to Biella’s mills. he said. “I was impressed that I could visit a fabric mill in Italy to find out the entire path of Australian Merino wool, from the farm to production.” Suitsupply prides itself on the perfect fit, with impeccable attention to detail with on-site tailoring services offered while you wait. “Fortunately, men today are becoming much more conscious of what they wear and how they look,” explained Suitsupply Vice- President Nish de Gruiter. “Our customers appreciate proper fit and an eye for detail. You can buy a designer suit at any price but if it doesn’t fit well or the person who sells it to you doesn’t know how to fit it, it still doesn’t look good. Our job is to teach our staff the ins and outs – that’s why every Suitsupply employee attends a comprehensive training program we call Suit School.” It’s this sartorial knowledge that is then passed on to consumers, and in the case of the trip to Biella, to the media as well. And whilst traditional tailoring is the key component of Suitsupply – ‘suit’ is in its name after all – the brand ensures it has a wider offering, with something for everyone. “Merino wool, especially in our current season, is an indispensable foundation. Most of our new knits are 100 per cent Merino, giving them a soft, lightweight texture that also keeps you warm,” Mr de Gruiter added. MORE INFORMATION www.suitsupply.com Advertising from Dutch brand Suitsupply’s recently launched ‘Rocket Man’ themed Autumn/Winter 2016 collection. OFF FARM 13
In the Shops - September 2016